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Women to get separate realm in Saudi's Kingdom Centre

By Debra Hazel

It may seem in the United States that a mall is a woman's domain -- the vast majority of mall shoppers are female, according to most retail research. But a project now under construction in Riyadh, Saudi Arabia, is taking that idea to the next step, building a level in which men are banned, creating a mall within a mall.

The entire third level of the 625,000-square-foot retail component of Kingdom Centre, a mixed-use project now under construction near downtown Riyadh, will be closed to men, explained James Porter, partner of Porter & Altoon Architects, the Los Angeles-based interior designer of the center.

Saudi Arabia is among the most conservative of the Islamic nations, and under fundamentalist Islam, women may not be seen by anyone other than their families.

"It may seem chauvinistic, but to them, they are protecting women from other men," Mr. Porter explained.

While being seen by men other than their husbands and close relatives is taboo, Saudi women can be seen by other women, allowing them to shop in women-only emporia. But Saudi law also provides another twist in the shopping scenario. Saudi women may not work outside the home, although they are permitted to own businesses. Thus, the saleswomen helping the shoppers will be foreigners, Mr. Porter said.

The society also is segregated in eating places. Restaurants separate the sexes, though some have private rooms that will allow a family to eat together.

"They've just figured out a way to deal with it," Mr. Porter said.

Creating a "haven" for women to shop in privacy was the brainchild of the project's owner, Prince Alwaleed, the U.S.-educated grandson of the founder of Saudi Arabia, nephew of King Fahd and a major industrialist whose holdings include substantial stakes in London's Canary Wharf, Disneyland Paris and Netscape.

One of the most Westernized of Saudi Arabia's aristocracy, the Prince sought to accommodate religious practice, while allowing upscale Western retail, Mr. Porter explained.

"It was the Prince's idea to make this upper level secure," Mr. Porter said.

In a twist on normal multilevel design, Kingdom Centre's mall must make sure its top floor is not fully visible from other levels. Privacy must be assured while avoiding the feel and appearance of a prison.

"We're doing a whole series of additional levels. You can see names, but not people's heads. It will have a planter screen wall along the balcony. Women can peek through, but not be seen," Mr. Porter said.

Access to the third floor will be tightly controlled by a concierge at the second level escalator, as well as female security on the third floor.

Elevators also will be monitored to prevent an accidental intrusion.

"All of this has been very carefully orchestrated, from the loading dock to the front door," Mr. Porter said.

The third floor of the center's Saks Fifth Avenue anchor also will be women-only. Getting the store to agree was no problem at all: The Prince is a major investor in the chain.

The women's level will contain other features. While Saudi women may not work in a business, they are permitted to own one, and many have substantial investment portfolios of their own.

"One of the facilities in the center is a business center, which allows women to conduct business. These are wealthy women, and this will allow them to monitor their investments," Mr. Porter observed.

Other center facilities will include a restaurant, health spa and prayer room.

What Western eyes might view as segregation actually is a marketing advantage, Mr. Porter said. The center will provide privacy for women on one level, while the two family levels, also open to fully veiled women, will offer variety.

"There are other malls in Riyadh, including a megamall with food courts and restaurants. This won't be the largest, but it will be the most upscale and unique. While being cutting edge, it tries to deal with the cultural part of the country," Mr. Porter said.

That idea is reflected in the center's design, which will combine modern materials with a traditional look. A grand atrium opens to all shops, creating a themed bazaar reminiscent of the traditional Middle East souk.

The project uses modern metals, glass and lighting to emphasize the quality of space, while adding shade to reduce heat. Marble and granite emphasize the luxurious feel of the center. The mall began construction late last year for a planned opening in 2000.

The retail center is just one component of the $425 million Kingdom Centre mixed-use project, which also will include commercial and residential elements as well as a Four Seasons Hotel (Prince Alwaleed also owns the hotel chain.)

The mall's architect of record, Omrania, is based in Saudi Arabia, as are many of the other consultants involved in the center. Dealing with what may appear to be idiosyncrasies to Western culture was just another challenge for Porter & Altoon.

"Every culture has its uniquenesses. This just sharpens our skills. And we have worked in Saudi Arabia before," Mr. Porter noted.